PENGARUH MODAL SOSIAL TERHADAP EMPLOYEE BRAND ADVOCACY PADA PT KIMIA FARMA DIAGNOSTIKA

Halimah, Namiratul (2026) PENGARUH MODAL SOSIAL TERHADAP EMPLOYEE BRAND ADVOCACY PADA PT KIMIA FARMA DIAGNOSTIKA. Tesis (S2) - thesis, UNIVERSITAS BAKRIE.

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Abstract

Abstrak Penelitian ini menganalisis pengaruh Modal Sosial terhadap Employee Brand Advocacy dengan Komunikasi Internal sebagai variabel mediasi pada PT Kimia Farma Diagnostika (Unit Bisnis Sumatera 3). Fenomena advokasi karyawan menjadi krusial di industri kesehatan untuk membangun kepercayaan publik. Melalui pendekatan kuantitatif dengan analisis PLS-SEM terhadap 56 responden, penelitian menemukan bahwa Modal Sosial memiliki pengaruh positif signifikan terhadap Komunikasi Internal, dan Komunikasi Internal secara signifikan memediasi terbentuknya Employee Brand Advocacy. Hasil uji R-Square menunjukkan kontribusi variabel sebesar 85%, mengindikasikan bahwa kombinasi hubungan sosial yang kuat dan transparansi informasi organisasi merupakan faktor determinan utama. Dimensi Jaringan dan Budaya Risiko menjadi elemen paling dominan dalam mendorong karyawan menjadi pembela merek. Kata Kunci: Modal Sosial, Komunikasi Internal, Employee Brand Advocacy. Abstract This study analyzes the influence of Social Capital on Employee Brand Advocacy, with Internal Communication as a mediating variable, at PT Kimia Farma Diagnostika (Sumatera 3 Business Unit). The phenomenon of employee advocacy is crucial in the healthcare industry for building public trust. Using a quantitative approach with PLS-SEM analysis on 56 respondents, the study found that Social Capital has a significant positive influence on Internal Communication, and Internal Communication significantly mediates the formation of Employee Brand Advocacy. The R-Square test results indicate a variable contribution of 85%, suggesting that the combination of strong social relationships and organizational information transparency is the primary determining factor. The Network and Risk Culture dimensions are the most dominant elements in encouraging employees to become brand advocates. Keywords: Social Capital, Internal Communication, Employee Brand Advocacy

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Modal Sosial, Komunikasi Internal, Employee Brand Advocacy
Subjects:	Communication Science Communication Science > Corporate communication (Komunikasi perusahaan) Communication Science > Semiotics and Consumer Culture Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Ilmu Komunikasi
Depositing User:	Namiratul Halimah
Date Deposited:	26 May 2026 08:31
Last Modified:	26 May 2026 08:31
URI:	https://repository.bakrie.ac.id/id/eprint/13729

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